Added Title

An integrated marketing communications campaign for XTREME Appliances

Marco B. Mata

Date of Publication

5-7-2021

Document Type

Master's Thesis

Degree Name

Master of Marketing Communications

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Advisor

Shane Aldrin Bellare

Defense Panel Chair

Julie Balarbar

Defense Panel Member

Reynaldo Bautista
Rhianna Toledo
Angela Luz A. Pereras

Abstract/Summary

The integrated marketing communication campaign is for XTREME Appliances, a local consumer appliance brand established in 2016, mainly offering video and audio appliances. By 2018, the brand has expanded to a new line of appliances under XTREME Cool and XTREME Home. With its broad and continuously growing portfolio, XTREME is a “One-Stop-Shop-Appliances” brand that stands for the value of delivering “Premium Quality at Best Price” for Filipinos.

The research study was structured to explore and analyze untapped opportunities for the development of the brand. Using a Usage, Awareness, and Image questionnaire format, the survey saturated insights from the respondents about consumer appliances in general, purchase behaviors, and feedback about the brand. One of the key findings in the research results was the low awareness for the brand despite its efficient efforts in growing its social media presence.

The big idea "Fulfilling Dreams for Your Home" was used for this campaign to emphasize that XTREME is with the journey of hardworking Filipinos aiming to provide the quality of life they dream for their family and their home. XTREME Appliances guarantees to offer value for money and efficiently leverage our daily living with quality modern appliances.

Abstract Format

html

Language

English

Format

Electronic

Physical Description

174 pages, color illustrations

Keywords

Xtreme Appliances (Philippines)--Public relations; Electric apparatus and appliances—Public relations--Philippines

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Embargo Period

5-24-2022

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